Consumer Culture Theory, Nonverbal Communication, and Contemporary Politics: Considering Context and Embracing Complexity

This commentary addresses Olivola and Todorov's "Elected in 100 ms: Appearance-Based Trait Inferences and Voting" and considers its valuable contribution to the field of nonverbal communication. This work suggests that contemporary politics and voting behavior are so complex that they can be better understood outside of laboratory settings where the vital elements on culture and context come into play. By using consumer culture theory and other cultural theories of branding, this commentary evaluates elements of Barack Obama's presidential run, and considers why his campaign resonated so well with voters in contemporary United States culture.